Broker Focus: Richard Cricchio

Richard Cricchio of Help-U-Sell Honolulu Properties
Richard Cricchio of Help-U-Sell Honolulu Properties

A Help-U-Sell Real Estate broker/owner since 1999, Richard Cricchio practically pioneered the set-fee concept in his home state of Hawaii.

When he first opened his office, Help-U-Sell Honolulu Properties, he had to educate the public on the set-fee concept. “People never wanted to pay a percentage but when offered an alternative, they thought something was wrong,” he said.

That’s something Cricchio can relate to. He visited several Help-U-Sell offices during a four-year period before deciding to purchase an office of his own. “I couldn’t believe it could work,” he said. “It’s a different mindset to understand how you could profit by not collecting a percentage.” After looking at the offices’ different business models, Cricchio said a light bulb went off.

His office’s business model capitalizes on Help-U-Sell’s set-fee concept. Because of the copycat brokerages that have popped up on the island of Oahu in recent years, Honolulu Properties doesn’t charge extra for anything. “Our fee is our fee. That has helped us stay competitive,” Cricchio said.

They have also worked to keep their name top of mind on the island, which Cricchio describes as “one big neighborhood.” He runs TV ads, does strategic print advertising and distributes mailouts, but it’s probably his weekly radio show that gets the most attention. Cricchio began doing the talk show in 2002 at the suggestion of the station’s morning show host, whom he met after sponsoring an event the station held. The show has proven so popular that listeners rallied to get it back on the air when Clear Channel ceased local programming. Cricchio said the show covers real estate trends and news and answers listeners’ questions. He keeps the attitude light and doesn’t always pitch Help-U-Sell during the show.

Cricchio’s goal for 2012 is to complete 300 transactions. “I think the market’s ready now,” he said. His office closed 91 transactions in 2011, as of Dec. 29.

He plans to drum up more business by increasing his appearances at home shows and hosting more buyer and seller seminars.For new brokers, Cricchio encourages optimism and a strategy. “You have to believe in the system,” he said. “You can’t get caught up in the day-to-day stuff. Make a plan and really stick to it. It’s still the best business you can be in.”

Top Producers for June 2011

We’re pleased to announce and congratulate Help-U-Sell Real Estate’s Top Producers for June 2011.

1) Galleria Realty had a repeat of May and closed another 12 sides in June to clinch first place.

1) Tied for the top position, Help-U-Sell Select Services moved up from last month’s #3 spot.

2) Prestige Properties remained at #2, closing 11 sides.

3) Honolulu Properties made the top 3 again with 10 closed sides in June.

[Figures are as of July 11, 2011.]

Top Producers for May 2011

Congratulations to Help-U-Sell Real Estate’s Top Producers for May 2011! We have a record number of offices in our top 3 for last month, including some newcomers.

1) Detwiler Realty, with two offices in Pennsylvania, closed lucky number 13 sides, including 8 on May 31.

2) Perennial top-3 producer Galleria Realty, Tucson, Ariz., finished second for May with 12 sides.

2) Another office frequently on the list, Prestige Properties in Chino Hills, Calif., tied for the #2 spot.

3) Part of a four-way tie for third place, Homequity Consultants, Apple Valley, Minn., had 7 closed sides in May.

3) A newcomer to the top-producers list, Honolulu Properties also had 7 closed sides.

3) Select Services is located in Fort Myers, Fla.

3) Rounding out the #3 spot, another office debuts on the list, Triad Realty out of High Point, N.C.

[Figures are as of June 7, 2011.]